Maruti Suzuki's e Vitara emerged as a significant attraction at the recently held Auto Expo 2025, part of the Bharat Mobility Global Expo. Although it is entering the Indian electric passenger vehicle market later than some competitors, the manufacturer is determined to secure a leading position with this electric SUV. To achieve this goal, Maruti Suzuki is committed to enhancing the charging infrastructure available to e-Vitara users.

In contrast to other automakers that have prioritized launching their electric vehicles and subsequently developing charging facilities, or have attempted to introduce both simultaneously, Maruti Suzuki intends to first strengthen the charging infrastructure across the nation before introducing the e Vitara. The company envisions this electric SUV as a primary vehicle for households. Additionally, Maruti Suzuki plans to enhance after-sales services, introduce a leasing model, and offer various financing options to incentivize customers to purchase the e Vitara. The automaker aims to establish a network of 1,000 city-wide EV charging stations, ensuring that after-sales support is readily available for customers in case of emergencies.

Regarding the strategy for the electric SUV, Partho Banerjee, Senior Executive Officer (Marketing & Sales) at Maruti Suzuki India (MSI), informed PTI that a key concern for electric vehicle customers is the availability of public charging infrastructure. He stated, "We are planning to install fast chargers at intervals of 10 kilometres in the top 100 cities." He further emphasized the importance of positioning the e Vitara as a primary vehicle, noting that many customers will likely travel beyond city limits. To facilitate this, providing robust after-sales support is essential.

The automotive company is set to launch a mobile service initiative aimed at addressing breakdowns and technical issues in regions lacking after-sales support. "We will deploy over 300 mobile units," remarked a senior official.

Banerjee further noted that the top 100 cities in India contribute to nearly 97 per cent of total electric vehicle (EV) sales. The limited availability of public EV charging infrastructure outside major urban areas is a significant factor contributing to the perception of electric cars as secondary vehicles primarily suited for city driving. Current industry data indicates that electric passenger vehicles in India are predominantly purchased as second or third vehicles within households. However, Maruti Suzuki intends to shift this consumer mindset, positioning the e-Vitara as the primary vehicle for buyers.

A crucial aspect of this strategy involves establishing charging infrastructure and after-sales support in 1,000 cities across India. "This initiative essentially encompasses the entirety of India. Our goal is to establish the e Vitara as the primary vehicle, which will subsequently enhance EV penetration," Banerjee explained. He also emphasized the importance of creating a comprehensive ecosystem prior to the product launch, stating, "When we began 40 years ago, we first developed the infrastructure before introducing our products. This time, we aim to ensure that the ecosystem is ready when we commence sales." Additionally, the company is equipping its dealer network with training in soft skills to effectively address customer inquiries regarding EVs.

The Maruti Suzuki e Vitara is expected to be launched later this year at the automaker's facility in Gujarat. In addition to targeting the Indian market, the company plans to export the vehicle to various international markets. Notably, the e Vitara will be exported to select key markets before its official release in India.

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